In the publication the marketing assortment policy of FH is considered, consultation is given how to choose the commodity direction.
Developing marketing commodity policy, a farm (further – FH) chooses a look, the range and characteristics of the goods (service) which will be made to (be provided), and a level of quality which will be provided. At first sight – a task simple. The list of branches of agricultural production, as well as the services, typical for each region, but we are sure that before each FH more than once there was a question: Whether the commodity direction is correctly chosen? We will look on it for the answer together (the first and second parts of consultation see in "BALANS-AGRO", 2008, No. 5 and No. 7).
PART 3. MARKETING ASSORTMENT POLICY FX
Marketing as the assistant in a choice of the commodity direction
And the main thing a rule we considered the first: at a vyyobor such as the goods which will be produced, first of all it is necessary to start with requirements of the market and real demand.
The second key rule should become that at the heart of commodity policy of any FH innovative searches, that is tracking of all new, highly effective and high-profitable nayopravleniye in agricultural production should lie.
To help FH choose activity the basic analysis of the competitive environment which provides research of the goods and proizvodyostvenny processes of competitors with a view of loan of the best and its introduction in own production (principles of carrying out economic intelligence by us can were brought in the previous parts).
Components of commodity policy
Choice of a type of production
The main component of commodity policy is the correct formation of the range of a produkyotsiya. We are absolutely convinced that priyogodny for FH assortment strategy strategy of the concentrated diversification, that is concentration of efforts on production of one type of production (for example, one or two kultur) is unique. (About justification of such choice read also in the previous articles where it is a question of strategy of coverage of the market.)
Not to make the wrong choice the correct direction of commodity policy, we will consider such concept, as three levels of the goods, namely:
• the first level – the goods on a plan of a tovaroproizvodiyotel. In the goods a certain idea, a certain plan, a certain characteristic should be enclosed. Activity of farms which unlike others grow up not simply winter wheat, but only its strong grades which have the high maintenance of a gluten, xarakterizuyutsya the improved hlebopekarsky qualities and thereof are bought at higher price can be an example of it;
• the second level – the goods in real execution. Here it is necessary to note such characteristics, as a trade dress and quality of production, its price, etc.;
• the third level – the goods with a reinforcement. These are poyonyaty includes additional services and guarantees. A classical example of such goods is vegetable production of the Lvov FH which vypuskaetsya under own Eko-ovoch trademark and guarantees high quality of non-polluting production. Other example – the organization an economy of own retail network of sale, storage and a transyoportirovka of vegetable production.
We pay attention! With a view of the guaranteed poluyocheniye of profit each FH, choosing a type of production which will be made, should previously pobespokoitsya about providing all three levels of the goods.
Goods positioning
During the developing of commodity policy of FH and a choice of type and characteristics of production it is necessary to consider need of positioning of the goods, that is providing the goods with a place in the market and in a sozyonaniye of the target buyers, accurately isolated from a place of competitors.
Example of the nespozitsionirovanny goods: simply vegetables, simply medical.
Example of correctly spozitsionirovanny goods: non-polluting vegetables, Carpathian medical.
Therefore, positioning – is work not only with the goods, but also with consciousness of the consumer. Therefore it is necessary to make so that the potential consumer accurately separated in the consciousness production of concrete FH from production of other tovaroproizvoyoditel. For this purpose use various strategy of positioning:
1. On special signs, production characteristics.
Examples: an ultraearly landing material of potatoes, water-melons square (convenient for a transporyotirovka and storage) forms, wine of the Crimean Mountains, seeds of crops, in addition obrabotanyony growth factors of plants, etc. As we see, these goods have favorable differences from the analogs.
2. On image:
• leadership in the market. Example: cultivation of FH of seeds of winter brewing barley of selection of the Odessa selection and genetic institute – the indisputable leader in this branch (a trademark, widely known to buyers);
• own trademark. Example: a trademark of the producer of a non-polluting produkyotsiya – "Eko-ovoch".
3. On competence of the personnel and high level of technological security.
Example: the head and experts of FH – known in the region, highly educated people; in an economy modern technologies and modern equipment are applied. As a result – the corresponding relation of consumers.
4. Differentiation on service support.
Example: FH provides storage and proyoduktsiya delivery, creates own network of sale of production. For potential consumers these factors, certainly, will create positive difference of the goods of an economy from production of competitors.
Correctly spozitsionirovanny production of FH, in otyolichy from production of competitors, will take a special place in consciousness of target consumers that will increase its guaranteed sale at higher prices.
Observance of a level of quality of production
One of key components of commodity policy of FH is establishment of a level of quality of a produkyotsiya and its observance in the course of production.
Very sharply the question of quality of agricultural products will rise after accession to WTO when there will be a need of providing requirements to quality at the international level defined standartami by ISO. And if today it only conversations, tomorrow introduction of rigid standardization becomes reality. Especially if to consider interest of zayopadny producers to our market of selskokhoyozyaystvenny production and possibility of application by them standardization as highly effective method of competitive fight not only on external, but also in domestic market of Ukraine.
That is, lobbying introduction in Ukraine of the ISO standards, the European community prepares in advance the blagopriyatyony competitive environment for own tovaroproyoizvoditel. And that in the near future to be konyokurentosposobny, the Ukrainian producer should introduce already today, first, modern system of standardization and, the main thing, the general control system of quality of production.
For example, we will imagine that production of FH won’t correspond to standards, rigidly limitiyoruyushchy residual amount of pesticides, nitrates, growth regulators, etc. Realization of such production will be simply forbidden. And the reason for everything is typical non-compliance with doses at application of various chemical preparations.
Therefore studying of the quality standards, the current and final control of observance of quality of a selyyokhozproduktsiya become more and more actual for the ordinary farmer.
FH trademark
In a case when FH works in a market niche and realizuet the production via own channels sbyta, development and advance on the market of own trademark considerably will improve its konkurentoyosposobnost.
Packing
The modern consumer becomes more and more treyobovatelny to quality of packing, and the main thing – agrees for it to pay. It is enough to compare a type of import fruit-and-vegetable production and the price for it to similar production of domestic producers – In this case it is a question not simply of existence at an economy of the meshkosshivalny machine, bags with a sobyostvenny logo and labels on bags, and about soyovremenny types of packaging.
Summary
Summing up to the aforesaid, we come to sleyoduyushchy conclusions:
1. At a choice of production which will be proizvoditsya, FH should proceed, first of all, from requirements of the market.
2. Development of the correct commodity policy demands from FH of continuous innovative searches.
3. Efficiency of commodity policy considerably depends on possibility of providing all three levels of the goods.
4. Highly effective positioning of production essentially increases its competitiveness.
5. Recently before FH especially sharply vstayut questions of quality of production, packing and existence of own trademark.
Century KAPRAVYJ, candidate of agricultural sciences, expert in marketing.